Growth in markets, including Scandinavia, along with traditional big customers like France and Germany, proves the world has an appetite for our high-quality produce

Welsh Lamb on sale at a Monoprix store in Paris (Photo: Andrew Forgrave)

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Welsh Lamb has maintained its position as a global brand with a £7m rise in overseas sales.

But exports of Welsh Beef flat-lined in 2013, with zero growth coming on top of the sector’s current price woes.

Overall, international sales of lamb and beef were worth more than £224m to the Welsh economy last year, according to new figures from Hybu Cig Cymru, the red meat promotion body.

It said there had been “excellent growth” in emerging markets, particularly Scandinavia, and hopes are high that Welsh Lamb will soon by granted access to the lucrative US market, worth potentially £20m a year.

China remains the biggest prize, however, and this moved a step closer last month when the UK and Chinese governments signed a Memorandum of Understanding which opens up the prospects of beef and lamb trade talks.

“This is good news for Wales’s farmers and exporting companies,” said Laura Pickup, HCC’s market development manager.

“PGI Welsh Lamb in particular is now considered to be a global brand. It not only represents all that is best about our farming industry, it also flies the flag for Wales across the world.”

Exports of PGI Welsh Lamb products were worth £154.7m in 2013 – up £7m on the previous year.

France continues to be the biggest overseas customer, placing orders for Welsh Lamb worth more than £71m, with Germany next with almost £13m.

Welsh Lamb exports to Denmark, Norway and Sweden began three years ago and are already worth more than £4.6m.

Export growth for Welsh Beef has been harder to come by, however.

Last year it stood at £69.4m, the same as in 2012. The three biggest markets were in the Netherlands (£14.3m), France (£8.8m) and Italy (£4.7m).

NFU Cymru president Stephen James said exports of Welsh beef were nevertheless a silver lining during a period of domestic turmoil.

“It’s heartening at a time when Welsh livestock farmers are lacking confidence as a result of significant falls in finished beef prices caused by short-term thinking from retailers and processors,” he said.

“From my point of view, the key challenge remains to ensure that Welsh farmers receive a premium price for beef and lamb that is rightly being sold as a world class, high quality, premium product.”

The Farmers Union of Wales said the strength of Welsh meat exports reflected both the high quality and high welfare standards of red meat produced in Wales.

It said domestic retailers and processors should take note – especially during a period of declining UK prices.

Dafydd Roberts, chairman of the FUW’s livestock, wool and marts committee, said the Welsh Government was also missing a trick.

He said: “The popularity of Welsh lamb and beef abroad should serve as a reminder to the Welsh Government that domestic food procurement strategies should aim to use as much locally-sourced food as possible.